Aren Goetcherian
Senior Content Designer @ Twilio

The cornerstone of HomeServe Now's product - the journey for booking repairs.

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As the sole content designer on the team, I was tasked with walking the user through the booking flow - picking the right stage to present each piece of information.

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The Problem

When a user books a repair with HomeServe Now, we need to:

- collect a lot of information from them

• Collect a lot of information from them.

• Ask them a lot of questions about their problem.

• And finally, confirm all of that information back to them.

 

No mean feat. This required the user to complete a lot of form-filling, button-pressing, and date-picking.

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To add to all of this, we needed to pick the right moment to upsell the HomeServe membership (the core product). In almost all cases, this would save customers money, so we needed to show this clearly.

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The Solution

We found in research that customers were much more likely to complete the flow if we identified the problem, highlighted the solution, and allowed them to select the date and time that suited them first. The rest can come later.

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The lesson here was clear: customers who come to us with a problem want solutions.

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And about the HomeServe membership...

We found that customers were understandably very skeptical about upselling during a time of crisis. (Turns out, no one's keen on doing maths while their kitchen is flooded.) 

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We decided to change the way we upsold and moved its position in the flow. Instead of upselling at the point of booking, we would complete the repair, and upsell at the point of billing. This allowed us to show the benefit of the service before asking them to commit, as well as highlighting the cost saving - as a user's bill was usually lower than originally promised.

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The stakeholder management here was one of the hardest parts of this project. Convincing a team of execs that we didn't want to tell customers about their product at the point of booking was a hard sell, but the customer feedback and data made it an easier story to tell.